Campaign Planning an overview

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The Anatomy of anIntegrated Marketing Campaign

• Campaign Planning an overview
• Media Selection
• Driving footfall and demand online through
  offline forms of advertising
• Integration
• How full integration of messaging can be achieved
  through use of a campaign microsite

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• Campaign Planning

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• Why bother with marketing in the
• first place?
• Marketing is absolutely integral to establishing
• your competitive advantage
• Driving sales
• Communicating clear points of difference between
  you and your competitors
• Establishing a clear brand personality and brand
  values
• Stimulating demand for specific products or
  services
• Building consumer loyalty

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• Plan your campaign from head to toe
• Define your objectives
• Set measurable, realistic targets
• Understand the target market(s)
• Define appropriate media
• Determine key messages
• Budgeting and ROI
• Long term v short term gains
• Review process

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• 1. Define your Objectives
• e.g
• Increase brand awareness
• Position or reposition your brand
• Drive measurable sales
• Educate customers about product/service
• Can be a number of integrated objectives,
• but must be well-defined and prioritised

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• 2. Targets be far sighted!
• Must be realistic
• Research industry reports on responses by
  communication channel within your sector eg
  DMA, Royal Mail, ISP
• e.g. Royal Mail research for DM response rates
  within FS (av. lt2 depending on offer, timing,
  data etc)
• Non sales-based targets are harder to define and
  quantify

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• 3. The Target Market
• Research existing customers dont rely on
  assumption
• Undertake data profiling to determine customer
  demographics, average spend, frequency of spend
  etc
• Identify psychological and functional factors
  which influence customer decision-making
• Assess the current positioning of your brand in
  their minds
• Identify sectors not yet targeted, and the
  realistic potential return from these

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• 4. Media Planning
• Start with a media neutral approach
• Costs vary enormously by medium depending on
  audience reach, longevity of campaign, etc
• Some routes easily measurable, eg DM, some much
  harder to immediately quantify eg TV
• Media agencies will help recommend, plan and
  monitor results

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• 5. Key Messages
• Product specific quality, range
• Sales offers, price points, call to action
• Educational how to use or why to use
• Service convenience, guarantees
• The brand promise e.g. lifestyle improvement,
  wealth generation
• Call to action is key in each case provide clear
  instruction on what you want your customer to do
  next
• Dont overcrowd your communication with too many
  messages

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• 6. Budgets and ROI
• Work back from targets/sales requirements
• Cost of sales calculations, e.g. for Direct Mail
• Marketing budget 1,200
• Customer contacts 1,500
• Anticipated response _at_ 8 120 responses
• Cost per sale (1,200/120) 10
• Average Sales value 100
• Est Total Sales 12,000
• Margin (assumes 30) 3,600
• Net ROI (margin minus mktg cost) 2,400

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• 7. Review Process
• Formal reviews should be undertaken at the end of
  every campaign, or monthly/ quarterly if ongoing
• Should involve all parties concerned including
  media and marketing agencies
• Review should consider sales performance,
  financial planning, customer and staff reports,
  targets achieved, and creative feedback

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• Media Selection for Online Routes

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• Online Marketing
• Traditional forms of online marketing include
• Web banners
• Pop-ups
• E-mail marketing
• Viral marketing
• Sponsored Links
• Search Engine Optimisation
• However the importance of offline communications
  as a method of drivingtraffic online should not
  be underestimated

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• Direct Mail
• According to Royal Mail tracker research, one in
  three people are now provoked to buy online by
  what they receive through their letterbox
• Amazon.co.uk frequently uses brochure mail-outs
  as both a prospecting and retention tool
• Ebay now uses DM to tell businesses about the
  benefits of selling goods through its trading
  site
• For pure e-tailers, a glossy catalogue can
  provide a welcome substitute for the in-store
  experience
• Cost is obviously a factor to consider in any DM
  campaign however

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• Advertising
• Press advertising, on either a local or national
  level, can also drive awareness and provide a
  useful platform for promoting offers
• Source coding on the call to action can help
  track response and therefore the effectiveness of
  the campaign
• Co-branding on with channel partners(e.g.
  Amazon.co.uk logo on base of record company
  promotional advertising) is a means of driving
  sales while offsetting some of the cost of
  advertising

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• Integration of Messaging
• through Campaign Microsites

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• The microsite is an ideal way of establishing a
  short to medium-term campaign which supports the
  main brand or indeed can be its primary
  communication tool - but which focuses on
  seasonal or tactical messaging
• The campaign must be well-supported by a
  well-integrated, targeted online and offline
  promotional plan
• Websites also provide an ideal opportunity to get
  customers to self-register for further
  information, or just to qualify for incentives
  a set of promotionally respondent customer data
  is a very useful asset

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• Recent Microsites
• http//www.campaignforrealbeauty.co.uk
• http//www.riderita.com
• http//www.kitkash.co.uk/home.aspx
• http//www.detoxwithevian.co.uk
• http//www.obeyyorthirst.co.uk/

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• Why use an external
• marketing agency?
• Can add significant value from breadth of
  experience
• Can be more cost-effective than undertaking
  campaign in-house
• Will assist end-to-end in planning,
  implementation and review
• Access to top-class creative and strategic
  thought
• An extension of your marketing department
• An enjoyable and rewarding experience

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